The document discusses the relationship between product management (PM) and user experience (UX) roles. It notes that while PM is responsible for overall product success and setting direction, UX focuses on understanding user needs through research and ensuring good interaction design. Both roles bring different types of important data - PM provides business and customer feedback data while UX provides insights into user work practices. An effective partnership is needed where PM owns the business fit and UX owns the user fit of the product. Together they can build something customers will both buy and use.

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What is the Relation Between PM
and UX Roles by Cohealo UX PM

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6. What is Product Management?
● What the books say
○ Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days
○ The Lean Startup
● What job descriptions say
○ …Gain a deep understanding of customer and prospect business needs and pain points, and
craft product solutions to drive company growth…
→ Is this a design role?

7. What are the skills of product management?
“The one wringable neck”
● Responsible for overall success of the product
● Sets product direction
● Works with stakeholders, key customers
● Ensures orderly rollout

8. Discussion
Is Product Management a design role?
What are the key tasks and skills?

9. What’s required of a design role?
● Design skill—design thinking—an attitude of design
● Understanding the system as a conceptual whole
○ Independent of current reality
● Ability to go deep on the details without losing the overall context
Design the fit to user - fit to business - fit to technology

10. UX: Not just a better letter
● User Experience – the whole experience of using a product
● UX Insights drive the whole product
○ If all you’re doing is feeding the UI you’re wasting your time
● Design data is critical
○ User research--Interviews--Ethnography

11. UX insights
Business Direction • What’s the value proposition?
• What brand message will the market respond to?
Marketing • What do users care about?
• What is the sales point?
Strategic Planning • What adjacencies could be taken advantage of?
• Where can we provide the most value?
User Needs • How can the user’s world be improved?
• What’s getting in their way?
Requirements • What specific features are valuable?
Interaction Design • How to structure and lay out the UI?
UI Design • What should the system look like?
• How should it behave?

12. Discussion
Do you have UX people in your organization?
How do you interact with them?
What are their tasks?

13. What data do product managers have?
● How do we learn about our customer
○ surveys, customer advisory boards, market research, and feedback from
conferences
○ 🡪 Customers telling us what they want
● None of this is design data
○ In-depth insight into customer work practice
○ 🡪 Because customers can’t tell us what they want

14. Different kinds of data
● Product brings business data to the table
○ This market is spending money to solve this problem
● UX brings user data to the table
○ Solving that problem means doing these things in this way
○ These are the unrecognized opportunities we are positioned to leverage

15. Discussion
What data is available to you?
What are your data sources?
How do you use the data?

16. UX/PM partnership
● PM owns the success of the product as a business
○ Owns fit of product to market—will they buy what we built
● UX owns the success of the product in use
○ Owns the fit of the product to market—will they use what we built

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